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Home My WebLink About00. VLMDACMayBoardMtgFINALVAIL LOCAL MARKETING DISTRICT VLMDAC BOARD MEETING MAY 17, 2018 AGENDA / •COLORADO CLASSIC UPDATE, VVF •DIGITAL UPDATE, CACTUS •CREATIVE REVIEW, CACTUS •ASSET ACQUISITION, CACTUS, SITE •RETAIL PLAN UPDATE, CACTUS, SITE, VAIL MARKETING •GROUP SALES UPDATE, VVP •WEBSITE UPDATE, VAIL MOUNTAIN MARKETING COLORADO CLASSIC, VVF VAIL LOCAL MARKETING DISTRICT ADVISORY COUNCIL May 17, 2018 Come for the racing, stay for the music COLORADO CLASSIC VAIL 2018 4 TOTAL STAGES, 2 CITIES (Vail + Denver) AUGUST 16 & 17, 2018 - VAIL STAGES THURSDAY RACE FORMAT: CIRCUIT/MULTIPLE FRIDAY RACE FORMAT: TIME TRIAL 20,000+ estimated fans in attendance Thursday – Saturday night Expo, ancillary events, and local business integration Bike event will dovetail with headliner music performances at the Gerald R. Ford Amphitheater on Aug. 17 + 18. Colorado Classic dates align with the top identified need period for the Vail summer season 420 room nights booked for athletes and their entourage Expectation of an additional 500 room nights booked through the race owners Additional room nights driven by media, sponsors, and spectators Lodging COLORADO CLASSIC VAIL 2017 HIGHLIGHTS + DEMOGRAPHICS 70+ COUNTRIES viewed, streamed, listened 50% MILLENNIALS 36 yrs. median age 240M TV HOUSEHOLDS worldwide 51% MALE 49% FEMALE 15M IMPRESSIONS via Digital & Social Media 885M REACHED via earned media 16 Men’s Teams 15 Women’s Teams 12 Tour De France Riders 17 Olympians 2018 MEDIA COVERAGE STRATEGY 2 MAIN BROADCAST PARTNERS INTERNATIONAL – EuroSport DOMESTIC – Tour Tracker 2 HOURS OF LIVE COVERAGE (per Vail stage) Domestic Tour Tracker live coverage allows for custom content and Vail vignettes THE ROUTES THANK YOU DIGITAL UPDATE, CACTUS DIGITAL MEDIA SUMMARY / DIGITAL VIDEO Digital Video is exceeding the VCR benchmark by +13% With 89% of all clicks, Mobile Artificial Intelligence is the top driver of traffic to vail.com Teens are exceeding the average demographic VCR by +30% DIGITAL MEDIA SUMMARY / SOCIAL MEDIA The Brand Videos are exceeding the VCR benchmark by +3% The Brand Videos are surpassing the 2017 VCR performance by +11% ACTIVE PROFESSIONALS @instaramholgado @the_essentialist_ @christinexploring @acouplesworldtour @vacationwolf 2018 INFLUENCERS / @mikobowen @onlygirl4boyz FAMILIES CREATIVE REVIEW, CACTUS CANVAS AD CREATIVE / Objective: Video Views + Engagement Run Dates: 5/10 – 7/16 What: Facebook Canvas ad serves as a “microsite” for deeper content without leaving the Facebook platform. INSTAGRAM STORIES AD CREATIVE / Objective: Video Views Run Dates: 5/10 - 7/1 What: Instagram Stories are discoverable posts that allow followers to see our content and drive urgency due to their limited shelf life. 2019 SCRIPT OPTIONS / •2 script options: Rites of Passage and Over-Civilized •Each adjusted based on previous board feedback •Plan to shoot July for Summer 2019 use ASSET ACQUISITION, CACTUS, SITE 2019 ASSET ACQUISITION RECOMMENDATION / Objective •Acquire assets needed for approved scripts/specific shots of families with teens Recommendation •Use dollars within existing photography/video and production budgets to brand shoot •Brand shoot not originally budgeted; shifted priorities to find dollars within approved budgets •Achieve highest level of production quality; smartly & creatively “scaled to budget” 2018 Budget – Total $91,320 •Video asset acquisition; drone; grip; equipment, lighting, scouting, shooting days, etc. •Photo asset acquisition; leading talent casting & coordination; scouting, shooting days, etc. •Production Hard Costs – Cactus on-site creative, 2-day shoot; talent fees for 8, wardrobe, producer; travel costs, sports gear rentals, meals, insurance NOTE – Cost reductions over 2017 shoot ($126k) with local vs. Denver talent, travel/lodging expenses, fewer Cactus team on-site, no hair/make-up, weather delays/re-scheduling costs RETAIL PLAN, CACTUS, SITE & VAIL MARKETING •Situation: •Occupancy did gain ground for July (from -6% to -4%) •Still lagging for the second and fourth weeks •Other destinations in the valley are down for these same times; not an isolated Vail issue. •Focus need times: •July 1-2 (bookings WAY up June 24-30; possibly a shift to pre-July 4 travel; need is Sunday/Monday) •July 6-10 (post July 4 weekend; need is Sun-Tues) •July 17-18 (Tues-Wed) •July 25-27 (Wed-Thurs) •Other days in July are all flat or up over last year RETAIL PLAN / RECOMMENDATION •Recommendation: Implement July lodging retail promotion to impact July •No budget re-allocations, adjustments will be message-based •Offer: Buy 3 Get 4th Night FREE (25% discount) •Valid July 1 – 31st •3 night minimum stays Wednesday – Sunday •Lodging partners can restrict dates further as needed •Focus on lower funnel contextual alignment and audience targeting (Destination & Front Range) •Utilize mobile artificial intelligence (Cluep) and social •Possibly incorporate retail message into digital video and/or TV spots •Next steps: •Secure lodging participation •Continue to monitor Destimetrics and need times •Discussing possible opportunities/sale with airlines RETAIL PLAN / PAID MEDIA – MESSAGE ADJUSTMENT RETAIL PLAN / ORGANIC TACTICS •JULY NEED WEEKS –Request incremental email campaign date to target key audiences with targeted offer to drive need period –Leverage VR data to deploy Facebook custom audience campaign against key audiences –Increase Home Page promotion of key lodging offer(s) and events on vail.com –Leverage site-wide banner alert to promote key lodging offer(s) –Boost period-relevant video/static social content to key audiences •MESSAGING & AUDIENCE CONSIDERATION –Leverage consistent messaging and audience strategy as paid media across all organic tactics. GROUP SALES UPDATE, VVP 2018 GROUP SALES / KPI’S Goal: Align with the Vail brand direction with focus on dynamic families with teen Recommendation: Tactically adjust monthly group sales executive summaries to highlight Key Performance Indicators to better inform VLMDAC of group efforts and results 2018 GROUP SALES / KPI’S Updated KPI’s: New leads generated (April): 22 Last year: 14 YTD leads generated: 78 Last year: 60 Groups booked YTD: 16 Last year: 15 Room nights in system: 44,005 Last year: 32,502 Leads in system: 56 Last year: 43 Future Pipeline: +49% Room Nights on-the-books (current year): +43% Room Nights on-the-books (next year): -2% Room Nights on-the-books (all years): +18% The changes are designed to provide additional details and transparency to the group sales efforts 2018 GROUP SALES / KPI’S Upcoming group sales updates to focus on: •State of the Groups & Meetings Industry (Colorado business update from Susan Proffitt) – June •Group Sales trends update (key business highlights, lost business reports, market & geographic mix, group v leisure business details from Kim Brussow – date TBD) •Lodging partner update (how VVP works with lodging partners, FAM tour successes, in market event updates, etc from Sandra Perrig Holst – date TBD) WEBSITE UPDATE, VAIL MOUNTAIN MARKETING WEB / OBJECTIVE: leverage new enhanced Vail.com experience and SEO value to attract and convert more guests to visit vail in summer 2018. IMMEDIATE WEBSITE MILESTONES •Loading 2018 summer event calendar – deadline February 1 COMPLETE •Summer content migration process & page builds – deadline April 6 COMPLETE •Summer navigation switch – April 16 COMPLETE •Epic Discovery products and booking experience – June 20 IN PROGRESS EMAIL / RESULTS Findings: –Sent 27% more emails YOY –Unsubscribe Rate decreased by 68% YOY EMAIL / APRIL CREATIVE EMAIL / 2018 UPDATED SUMMER EMAIL DATES •April 25-27 •May 7-9 •May 14: Incremental Teen Test Send •June 8: Incremental Resort Epic Discovery Send •June 19 •June 28: Incremental Fourth of July Send •July 10 •July 25 UPDATED EMAIL TESTING SCHEDULE May June July April Super Boomers Test Family w/ Teen Test Schedule TBD August/September Local Front Range Family w/ Teen Test Winter Loyalist Test Super Boomers Test Summer Preference Winter Loyalist Test QUESTIONS? THANK YOU!! Upcoming Meetings: VLMDAC Meeting, June 12, 8:30 – 11:30am, Grand View Room VLMDAC Meeting, August 23, 2 – 4pm*, Grand View Room (*note different meeting date and time due to Colorado Classic)